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How Peperone became a ‘Brand for Today’s Girl’ made by today’s girls

The campaign, created and conceptualised by Brandlogist Communications, used social media with a clever integration of offline to get actual users to become the brand ambassadors

BestMediaInfo Bureau | Delhi | May 2, 2013

When most brands are still taking the celebrity endorsement route, Peperone, a ladies handbag brand from Delhi, decided to employ a different approach. In a campaign created and conceptualised by Brandlogist Communications, the brand decided to position itself as ‘a brand for real girls’.

Saurabh Parmar, CEO, Brandlogist, said, “Our idea was to create Peperone as a brand for real girls. It’s not a bag advertised by a celebrity who is being paid to endorse it but girls should be buying it because people in their age group like it, that they should tell their friend, ‘Babe, you absolutely gotta get it.’”

Brandlogist used social media with a clever integration of offline to get people involved. It launched a campaign to select six girls for Peperone’s yearly look-book but unlike most 'model hunt' kind of campaigns, the focus was not on a contest. They went offline and identified real influencers in the college community who would connect with the brand.

Elaborating on the strategy, Roma Joshi, Brand Manager, Peperone, said, "The clear insight was that today’s girls don’t connect with a Kareena or a Deepika only; they could also connect to an Arundhati Roy or a Kiran Bedi. The idea was to identify and engage the different character sketches which a girl could connect with and these girls with their own unique sense of style are being chosen as our brand ambassadors.”

The different character types created by Peperone to connect with the 16-29 TG girls in metros

“Also they will not just be a pretty face posing on the look-book. We plan to make them ‘Style Advisors’ for Peperone, seeking their thoughts on new products, styles they like and maybe even specific aspects such as the utility-quotient of a bag – like a separate compartment for keys for us women since we keep losing keys in the bottomless pits of our handbags! It's a living focus group that is actually attached to the brand,” Roma Joshi added. On social media the brand has taken an authentic and conversational approach which has connected with women. "We actually got bloggers to review the product without a blogger outreach campaign. How many times have you heard that happening for a previously unknown brand?” Parmar of Brandlogist commented. “And remember here, our media budgets were really minimal.

Blogger Reviews

Along with the action on social, they have integrated the campaign to the real world by going to campuses to interact with the target group, getting reviews and putting up posters in premier institutions prompting participation and thereby driving traffic to the brand’s Facebook page.

Posters in Colleges & the subsequent response

As a fashion brand they are also using Pinterest to tap into the community with interesting boards dedicated to things like DIYs, bag essentials, vintage bags to current trends worldwide. It has thus created a platform for a conversation.

For the entire case study: www.slideshare.net/brandlogist/peperone-case-study


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